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3 Keys to a Successful Twitter Campaign

Courtney Scharf
May 28th, 2013

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Twitter is an active and engaging social media platform, but how do leading brands optimize a Twitter campaign? Here are some things to keep in mind when utilizing the concise and active site.

Build your following. Twitter is unique from other social media platforms in that your word can travel much further on the site. That being said, however, it's wise to ensure that your brand has an existing following before dedicating resources to executing a campaign that may not have a far reach. Prior to a Twitter campaign, build up an even stronger following on the platform by promoting your brand's page on other sites, like Facebook.

Be prepared. Many brands go wrong on social media by failing to plan ahead for potential backlash. Avoid this by ensuring that your campaign is tasteful and would be difficult to confuse. A huge determining factor when it comes to the success of Twitter social media campaigns is whether or not the campaign is simple to understand and communicate. Don't over-complicate the idea, and design the promotion so that your followers can understand the idea in 140 characters or less.

Choose your hashtag wisely. Hashtags can make or break a Twitter campaign, and choosing one wisely is key to whether or not your efforts will pay off. For the best results, choose a hashtag that's simple, easy to understand and linked strongly to your brand. Choosing a less specific hashtag carries the danger of 'trend hijacking,' a scenario where a trending topic is taken over by an unrelated dialogue.

Social media can be a fantastic way to spread the word about a special promotion, but it's important to prepare and strategize for the various challenges that accompany each platform. For more insights into how brands are making the most of their online presence, check out Trend Hunter's Social Media Trend Report.